The Himalaya Drug Company, India’s leading herbal health and Personal Care Company today announced the launch of a new variant under its men’s facewash range – the Pimple Clear Neem Face Wash. The communication for this launch is based on the insight that ‘Men Hate Pimples Too’!
Subsequent to consumer research on the men’s grooming needs to identify their pain points and skin problems, pimples came out as the most relevant and concerning problem for men. The Himalaya Product Development team also undertook neuroscience research and communication script testing sessions to validate the insights.
Speaking on the research, Ashwani Gandhi, Category Manager (Consumer Product Division) at The Himalaya Drug Company said, “The qualitative findings highlighted men’s attitude towards skin care problems. Men believe that getting pimples is an eventuality. It affects them as much as women but their reaction isn’t as extreme. They do not like to talk about pimples, since generally being vocal about skin issues/pimple is considered feminine in nature. They carry on with their normal lives but they do go through personal and social discomfort.”
The Pimple Clear Neem Face Wash for men has been developed specifically to suit men’s skin care needs and offers to them a pimple-free skin benefit. The natural salicylic extract helps unclog pores, and resolves and prevents damage caused by a pimple.
Mr Rajesh Krishnamurthy, Business Head-Consumer Products, The Himalaya Drug Company said, “Men’s grooming market is the fastest growing segment in skin care, it is believed to touch INR 5000cr by the end of 2016. A category that was limited to shaving and deodorant is increasingly seeing new segments like face care and hair care range for men. The fastest growing category within this is Men’s Face wash. As per latest reports, it is pegged at INR 275 Cr (U+R), growing at more than 45%. In our constant interactions with our target audience, we found out that one out of every four men suffering from skin problems, suffer from pimples which is a huge opportunity. We are already leaders in the unisex segment with our Purifying Neem Face wash and have the expertise in solving pimples. It was only natural, to extend these expertise specific to men.”
“The film leverages the insight that the young males do not express their discomfort when they face a pimple problem. We have tried to capture very simply the real life behaviour of a young man who would be socially awkward to accept that he is facing personal and social discomfort due to pimple. We aimed to create a disruptive TVC with an ahaa moment that catches the viewer’s attention and communicate that ‘Men hate pimples too’, ” said Prateek Srivastava, Creative Head, Chapter Five Brand Solutions Pvt Ltd.